Allegro Biznes z 30 proc. wzrostem. E-handel B2B na fali
Koncern twierdzi, że wyraźnie rośnie mu biznes B2B. Ten rynek jest warty ok. 450 mld zł, ma jednak swoje cienie.

Allegro stawia na rozwój na rynku e-handlu B2B, który jest wielokrotnie większy od konsumenckiego.
W ciągu roku od uruchomienia Allegro Biznes liczba kupujących na fakturę zwiększyła się o ok. 30 proc., a nabywców z kontem firma o 36 proc. – poinformowała spółka. Jak twierdzi Head of B2B Allegro, Piotr Truszkowski, co trzecia firma w Polsce każdego miesiąca robi zakupy na platformie, a 87 proc. dokonała więcej niż jednej transakcji.
Na platformie Allegro przeznaczonej do e-handlu B2B wprowadzono m.in. takie narzędzia jak odroczenie płatności do 60 dni i cenniki hurtowe.
450 mld zł na rynku e-handlu B2B
Według danych banku Santander z 2020 r. polski rynek e-handlu B2B był warty 450 mld zł. Jest to poziom wielokrotnie większy niż sprzedaży B2C.
Trend światowy jest taki, że handel między przedsiębiorstwami przenosi się do sieci i Allegro już wskoczyło do coraz szybciej pędzącego pociągu.
Newseria Biznes przytacza dane z raportu DHL z 2021 r., z którego wynika, że do 2025 r. szacunkowo nawet 80 proc. interakcji pomiędzy biznesami będzie odbywało się online. Tylko za oceanem, w 2021 r. sprzedaż online w e-commerce B2B wzrosła o blisko 18 proc., osiągając poziom 1,63 bln dol.
Dystrybutorzy idą w e-commerce
Przypuszcza się, że trend w kierunku e-commerce B2B i zautomatyzowanej sprzedaży będzie nasilał się wraz z wymianą pokoleniową w firmach, gdzie wkrótce decydentami będą (i już są) ludzie przyzwyczajeni do zakupów i interakcji online.
Warto też zauważyć, jak od jakiegoś czasu dystrybutorzy podkreślają swoje zaangażowanie oraz inwestycje w narzędzia e-commerce oraz w automatyzację. AB nazwało się ostatnio nawet „13-miliardowym e-commerce’m” (13 mld zł to roczne przychody grupy). Action uczynił e-commerce jednym z filarów swojej działalności w modelu wypracowanym w czasie restrukturyzacji.
Cienie e-sprzedaży B2B: kłopoty z negocjacją i płatnościami
Okazuje się jednak, że sprzedaż B2B online ma nie tylko swoje blaski, ale i cienie.
Według danych przytaczanych przez Newseria Biznes, blisko 1/3 nabywców z USA, Wielkiej Brytanii i Chin najczęściej wskazywała na problem ze znalezieniem odpowiedniego produktu, a 29 proc. wspomniało o braku możliwości negocjacji cen lub rabatów. Pojawiły się również kłopoty związane z płatnościami – 26 proc. przedsiębiorców narzekało na proces realizacji transakcji, a 22 proc. na dostępne opcje płatności.
Ponadto sporo nabywców B2B w USA – 44 proc. – twierdzi, że po zakończeniu pandemii chcą kupować towary lub usługi stacjonarnie, a 29 proc. utrzymuje, że będzie polegało w tym zakresie na przedstawicielach handlowych.
Wygląda więc na to, że pandemiczne zmęczenie niemal wyłącznie cyfrową formą kontaktów sprawiło, że przedsiębiorcy częściej szukają obecnie możliwości obgadania kwestii biznesowych „twarzą w twarz”. Pytanie, czy ten trend okaże się trwały, czy też nastąpi masowy powrót do wygodnego zautomatyzowanego e-commerce w handlu B2B.
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Allegro obniżyło prognozy na 2022 rok
"Jesteśmy ostrożni w naszych najnowszych oczekiwaniach" - przyznaje dyrektor finansowy.
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